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Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.
Nákup knihy
Fundamentals of Marketing Research, Scott M. Smith, Gerald Albaum
- Jazyk
- Rok vydania
- 2004
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- (pevná)
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- Titul
- Fundamentals of Marketing Research
- Jazyk
- anglicky
- Autori
- Scott M. Smith, Gerald Albaum
- Vydavateľ
- Sage Publications, Inc
- Rok vydania
- 2004
- Väzba
- pevná
- Počet strán
- 896
- ISBN13
- 9780761988526
- Série
- Hodnotenie
- 4,5 z 5
- Anotácia
- Focusing on the comprehensive aspects of marketing research, this book delves into research design, data collection techniques, and measurement, dedicating three chapters to measurement and scaling. It adopts a pragmatic, user-oriented approach, equipping students to critically evaluate research. Additionally, it addresses emerging technologies and trends, ensuring a robust understanding of fundamental concepts in marketing research.